Spotify, the world’s leading music streaming service, is now available in India with all-new features to match Indian music fans’ personal tastes.

The number of active internet users in the world’s second most populous country is estimated at over 400 million and it is the fastest growing market globally for mobile app

Spotify’s India launch follows the company’s recent expansion across MENA and South East Asia, bringing the total number of Spotify markets to 79 with 207m users, including 96m subscribers, globally.

The Spotify app is available to download for free or with an upgrade to Spotify Premium for INR 119 ($1.7) per month.

The service, which will offer more than 40 million songs, has redesigned the music experience for India with a fresh set of exclusive features.

With many Indians speaking several local languages, Spotify’s music recommendation engine can now be tuned to Hindi, Punjabi, Tamil and Telugu. Indian users can select their preferred language(s) to receive tailored Daily Mix, Home, Radio, Search results and recommendations.

For the first time ever on Spotify Free, smartphone users can play every song on demand.

“As Spotify grows, our goal is to bring millions of artists and billions of fans together from every country and background,” said Daniel Ek, Spotify founder and CEO. “India has an incredibly rich music culture and to best serve this market, we’re launching a custom-built experience. Not only will Spotify bring Indian artists to the world, we’ll also bring the world’s music to fans across India. Spotify’s music family just got a whole lot bigger.”

“Spotify’s arrival in India is a big step forward in our overall global growth strategy. A fundamental piece of that strategy is staying connected to global culture while allowing room for local adaptation, and we’ve certainly achieved that with our India launch,” said Cecilia Qvist, Spotify’s Global Head of Markets. “We’ve worked closely with local teams of musicians, creators and cultural tastemakers to ensure Spotify is going to be loved, used and favoured by people all over India whether they’re listening to local Bollywood and Punjabi hits, or discovering curated global playlists of K-pop or Reggaeton.”